By Deirdre Robert
Posted on July 28, 2010. Listed in:
Brenda Saunders has worked in public relations, publishing, journalism, marketing and advertising both in New Zealand and the United Kingdom during her 30-year career. She tells us why she fears Air New Zealand may end up exploiting African and Indian farmers, and why she’s looking forward to the day we all travel around in algae-powered vehicles and planes (and no, it’s not a pipe dream).
Who are you and what's your job title?
Brenda Saunders, Partner in Trio Communications, Auckland. PR consultant and chief ‘storyteller’ for Aquaflow Bionomic Corp, Carbonscape, and Celsias in its formative years.
What do you actually do?
Bring the gospel of clean-tech to the mass ‘celebrity-obsessed’ media and convince the ‘Doubting Thomases’ that there are better investments than property and dairy products for New Zealand long-term. I explain how it’s possible to turn algae from sewerage ponds into energy – and ‘No’ it won’t make your car pong! I make complicated stuff simple.
What's the coolest part about practicing sustainability/cleantech/greentech/green marketing at work?
Working with passionate, visionary people who don’t let the fact they’re from a small country stand in the way of big ideas. Seeing the transformation in society as sustainability becomes a way of life rather than something ‘quirky’. Algae and charcoal? Who’d have thought something so everyday could be such a good solution?
And the worst?
Finding that the overseas media are more receptive to Kiwi clean technology ideas than some of the folks back home.
What's the strongest motivation to invest in sustainability in your workplace?
It’s just the right thing to do. And soon consumers won’t let companies operate any other way.
Dear John Key, can you please ...
Tell me why your national airline may end up exploiting African and Indian farmers by using jatropha as a feedstock for jet fuel?
If I didn’t need to work I’d be ...
Very surprised. Apart from investing in cool companies like Aquaflow and Carbonscape, I’d be figuring out a way to plug the oil spill in the Gulf of Mexico and preventing it from ever happening again; mounting a national campaign to encourage Kiwis not to litter their beautiful country—when did we become so lazy? And teaching the next generation about growing vegetables and cooking healthy food before vegetable peelers become museum pieces.
My dirty eco-sin is that I ...
Went quad-biking along the sand dunes at Ahipara last summer. I have just turned off heater in my office as my penance. Mea culpa. Brrr!
My pearl of wisdom to pioneers in the sustainability space is ...
Hang in there. You may have to achieve some international success before you’ll be ‘discovered’ by New Zealand mainstream media. Start building conversations with specialist writers who will ‘get’ your technology faster and educate their colleagues. And avoid greenwash at all costs.
In ten years’ time I want to be ...
In one of the world’s greatest and cleanest countries—New Zealand, of course. Travelling in algae-powered vehicles and planes. Writing about the global success of at least three Kiwi companies in the sustainability space that I helped to launch.
